Rogers, Mary Margaret; Peterson, Robert A.; Albaum, Gerald - In: International Journal of Management and Marketing Research 6 (2013) 1, pp. 1-14
When conducting or evaluating cross-cultural/cross-national research studies a critical question must be asked about the measurements: are they culturally an emic or etic? That is, is the research methodology culturally bound or culture free? The research described in this paper shows how etic...